2020/2021

2020/2021

DM270

SPS/08 (SOCIOLOGY OF CULTURE AND COMMUNICATION)

DEPARTMENT OF POLITICAL AND SOCIAL SCIENCES

DIGITAL COMMUNICATION

PERCORSO COMUNE

1°

2nd semester (01/03/2021 - 28/05/2021)

6

36 lesson hours

Italian

ORAL TEST

FONTANA ANDREA (titolare) - 6 ECTS

None

- Deepening the sciences of Storytelling applied to personal and professional commination
- Apply the "Sciences of Storytelling" to Corporate Communication and Marketing
- Strengthen professional skills in the field of Corporare storytelling

The sciences of storytelling have also become a paradigm of reference in the business world. Today storytelling is used to position a product, to give commercial meaning to a brand, to optimize a digital identity, to involve in a life project. Storytelling is also used to place a politician in an electoral market, to orient an economy, to make geopolitics.
Those who manage to cope with the so-called "narrative battles" and live with the communicative arenas of our markets and media scenarios survive better. But what does it mean for companies and organizations to tell in these terms? And how to prepare managers and professionals for these changes?
The course is designed to respond and be an overall guide to corporate storytelling.
The course explains in detail and with numerous examples, the techniques, the processes and the tools of individual and organizational storytelling, in particular the latter - Corporate Storytelling - which is essential to describe oneself in saturated markets as a company.
The course is organized in large parts preparatory to corporate storytelling: the why, the what, the where and the how.
Many national and international cases in marketing, communication and business management complete the reflections of the course.

The course is designed in a "blended mode" with an active aproach and laboratory way, with discussion of real cases and real-time research to develop the ability to learn and synthesize.

Andrea Fontana, Storytelling d'impresa. La nuova guida definitiva verso lo storymaking, Hoepli, 2020, Milano.

Blended mode.
A written test and an oral discussion of a research project (in distance learning).

None